THE WEARABLE LIFE 2.0 - CONNECTED LIVING IN A WEARABLE WORLD CONSUMER INTELLIGENCE SERIES - PWC

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THE WEARABLE LIFE 2.0 - CONNECTED LIVING IN A WEARABLE WORLD CONSUMER INTELLIGENCE SERIES - PWC
pwc.com/CISwearables

 The Wearable Life 2.0
 Connected living in a
 wearable world

  Consumer Intelligence Series
Survey overview and study objectives

Through PwC’s ongoing Consumer Intelligence Series,                            How do we define wearable technology
we gain directional insights on consumer attitudes and                         in this report?
behaviors in the rapidly changing media and technology
landscape. Building upon a study performed in 2014,                            Wearable technology refers to accessories and clothing
PwC launched the 2016 wearable technology consumer                             incorporating computer and advanced electronic
research to better understand the wearable technology                          technologies. Examples of wearable technology devices
consumption landscape and identify trends in the industry                      include fitness trackers/bands, smart glasses, smart
to unearth potential opportunities and applications.                           watches, smart clothing, and other wearable devices.
                                                                               (This includes but is not limited to products such as Fitbit,
This research primarily focused on the attitudes                               Google Glass, GoPro, Apple Watch, etc.)
consumers have towards wearable technology, as well as
takes an in-depth look at penetration and usage of various
types of devices. Additionally, we explored the benefits
and underlying motivations behind usage and how it
impacts both individuals and society.
This report summarizes key findings from a
1,000*-respondent online quantitative survey1 conducted
in March 2016.

Key research objectives were to:
• Gauge current usage, perceptions, attitudes, key drivers,
  and satisfaction of wearable technology and how various
  factors have changed since 2014
• Identify key benefits and barriers to using wearable
  technology
• Understand how wearable technology is impacting
  individuals and society
• Assess concerns around data and privacy with
  wearable technology
• Uncover potential white space opportunities and
  applications for wearable technology

*   The first 700 respondents were fielded without a quota for wearable
    technology users in order to obtain natural incidence of ownership. The
    remaining 300 respondents were terminated as necessary in order to reach
    the 50% quota.
1   Demographics—50% male, 50% female
    50% of sample: 18-34 years old
    50% of sample: 35-64 years old
    Census representation for ethnicity and race

2 | The Wearable Life | PwC
The wearable now

In our first foray into wearable technology in October 2014,                     Explosive growth
we said, “There is indeed a wearable future ahead, one that
can dramatically alter the landscape of society and business                     These numbers could be slightly inflated: our definition
as we know it, and it’s right around the corner.”                                notwithstanding, many consumers think of their
                                                                                 smartphones as wearables. Regardless, the data—both
A scant year and a half later in April 2016, we have turned                      from our survey as well as external data we’ve analyzed—
that corner.                                                                     shows clearly that the explosive growth in this space is all
In October 2014, the Apple Watch would not be released for                       too real.
another six months and the FitBit was just gaining traction.                     Both men and women like their wearables; however, men
With a focus on fitness trackers, companies began releasing                      are more likely to own smart watches and smart glasses
wearables in quick succession. While many of them didn’t                         than their female counterparts. And not surprisingly,
last long, the race had begun, signaling the wearable                            millennials are far more likely to own wearables than older
movement we see today: Adoption has more than doubled                            adults. Adoption of wearables declines with age.
in two years.
                                                                                 Of note in our survey findings, however: Consumers aged
In fact, 49% of respondents in our survey own at least one                       35 to 49 are more likely to own smart watches.
device (up from 21% in 2014). And 36% own more than one.
We didn’t even ask this question in our previous survey since                    Across the board for gender, age, and ethnicity, fitness
it wasn’t relevant at the time. That’s how far we’ve come.                       wearable technology is most popular.

Fitness runs away with it

% respondents who own type of wearable device

                                                                                                                                         15%
                                                                                      14%
                                                                                      Smart video/
                                                                                                                                         Smart
                                                                                                                                         glasses*
                                                                                      photo device
                                                                                      (e.g. GoPro)

                                                45%
                                                Fitness band
                                                                                               27%
                                                                                               Smart watch

                                           12%
                                           Smart clothing

Base: Respondents who currently own at least one device (pre-quota sample, n=700); Q10A/B/C/D/E. Please tell us your relationship with the following wearable
technology products. *Includes VR/AR glasses
                                                                                                                                     PwC | The Wearable Life | 3
Health: primary motivator
Fitness wearables paved the way for wearable technology’s
popularity today. Case in point: the wearable section (made
up of mostly fitness devices) occupied just a few hundred
square feet at the 2014 Consumer Electronic Show (CES)
in Las Vegas. By 2015, the two categories had consolidated,
occupying both the Sands Expo and Convention Center in
Las Vegas.2
By January 2016, the exhibit had tripled, taking center stage.3
Our survey echoed this pattern, with the majority of adoption
taking place within the past year. And while this, too, held true
for fitness devices, their head start has paid off—more of them
were purchased over a year ago than any other type of device.

                                                             Health = #1
                                                              reason for
                                                               purchase

      57% are excited
      about wearable
      tech in everyday
      life, up from 41%
      in 2014.

2   engadget, “2015 is the year that wearables begin to grow up,” January 10, 2015.
3   Source: PRNewswire, “The Multi-Billion Dollar Wearable Tech Sector Headlines CES 2016,” November 25, 2015.

4 | The Wearable Life | PwC
Warming up to wearables

In 2014, wearable technology was                         More than half (57%) of our                              More so since 2014, consumers agree
a fairly new idea. Some consumers                        respondents are excited about the                        that wearable technology helps us
were excited by its potential;                           future of wearable technology as                         exercise smarter (88%), helps parents
others were wary of the impact it                        a part of everyday life, up from                         keep their children safe (87%),
could have on their lives, work,                         41% in 2014. Women and adults                            relieves stress (81%), and makes us
businesses, and privacy.                                 age 50-64 reported concern that                          more efficient at home (80%) and at
                                                         wearable technology would dampen                         work (78%).
Headlines such as “Wearable
                                                         human interaction—but they were
technology—Opportunity or                                                                                         Consumers are also less likely to
                                                         significantly less concerned since
nightmare” were not uncommon.                                                                                     agree that wearable technology will
                                                         our previous survey. Overall, more
And while some hesitation still exists                                                                            make us more vulnerable to security
                                                         respondents now believe wearable
today, questions like these have                                                                                  breaches (down 8 points), will invade
                                                         technology would promote, rather
lessened as our society continues                                                                                 our privacy (down 7 points), and hurt
                                                         than discourage, human interaction.
to become more comfortable with                                                                                   our ability to relate to other humans
technology on the whole.                                 A positive shift in overall consumer                     (down 4 points).
                                                         sentiment is now clearly underway.

Wearables increase social interaction

Between 2014 and 2016, the number of people saying wearable tech would increase social interaction
more than TRIPLED.

                              2014                                                                  2016

                              10%                                                                   33%

    Q: If wearable technology is part of everyday life, would you expect to interact with people... more?

Base: Total sample (n=1000); Q42. If wearable technology is part of everyday life, would you expect to interact with people... more, less,
the same?

                                                                                                                                             PwC | The Wearable Life | 5
Keeping the wearable commitment

Our survey shows the initial buzz                       Over time, fewer consumers use
doesn’t always translate to long-term                   their wearables daily. Smart clothing
commitment, most likely for one of                      experienced the largest drop-off,
these reasons:                                          while smart glasses experienced
1. Consumers don’t perceive a                           the smallest.                                            “Honestly,
    pressing need for them;                             • Glasses: 16% decrease                                  I forget it
    use-case unclear
2. Easy to lose
                                                        • Fitness: 18% decrease                                  most of the
                                                        • Watches: 22% decrease
3. Unattractive or uncomfortable                                                                                 time.”
                                                        • Clothing: 33% decrease
4. Short-lived battery life                                                                                      – Male, 31
5. Does not sync seamlessly with                        For consumers to commit to wearables
   a smartphone                                         for the long term, a device should not
                                                        only be attractive and comfortable, but
While full abandonment was less                         should also reach beyond data delivery
severe, our survey did indicate a                       to provide knowledge and benefits
correlation between frequency of                        unavailable elsewhere.
usage and time of purchase.

Why wearables?                                                                                    For a wearable to be “sticky” in tech
                                                                                                  parlance, it needs monetary or other
Strong usage motivators                                                                           rewards attached to it. Like loyalty
                                                                                                  points. That’s what eight out of 10
                                                                                                  current users—particularly women
  Has features that                      Has gaming                     Provides me with          and millennials—told us.
reward frequent users                feature to compete             information that I would
 w/ monetary rewards                      w/ others                    otherwise not have         Meanwhile, accountability is a major
           54%                               45%                                45%               benefit of fitness devices. Wearables
                                                                                                  enable social connections for support
                                                                                                  in achieving fitness goals. And
                                                                                                  foster healthy competition, which is
                                                                                                  especially appealing to males and
                                                                                                  millennials.

      Allows me to                   Has apps/features                    Looks good;             The ultimate connected device
      cut back on                   that reward frequent                an important part         is a wearable with smartphone
      my spending                  users w/ loyalty points            of my wardrobe/outfits      connectivity: 78% of respondents with
           44%                                43%                               36%               a smartphone-connected wearable say
                                                                                                  they use it more frequently precisely
                                                                                                  because of that connectivity. And a
                                                                                                  whopping 97% are satisfied with the
                                                                                                  smartphone application supporting
                                                                                                  their device.

Base: Currently own at least one wearable device (total sample, n=1000); Q14. Please rate
how strongly the following would impact your usage of wearable technology, if at all (top box).

6 | The Wearable Life | PwC
The wearable workplace

By 2020, more than 75 million wearables will permeate the workplace,
according to research firm Tractica.4 And Gartner research estimates that by
2018, 2 million employees will be required to wear health and fitness tracking
devices as a condition of employment5.
Wearable tech in the workplace offers a wealth of possibilities for both employer
and employee, as these three real-life scenarios illustrate:

    Scenario #1:                                           Scenario #2:                                           Scenario #3:
    A tech company offers                                  To coincide with the launch of a                       Via 3D smart glasses, shop-floor
    employees a subsidy covering                           new app designed for women, a                          employees at an auto manufacturer
    the cost of a smart watch.                             mobile fashion company gives its                       receive directly in their field of
    Employees can track how many                           entire staff—almost all women—                         vision all the information they need
    steps they take; these steps                           smart watches.7                                        daily, such as storage locations or
    are converted into points which                                                                               part numbers.8
    employees can donate to charity                        Employer benefit:
    or redeem for merchandise.6                                                                                   Employer benefit:
                                                           An in-house microcosm of the
                                                           target demographic offered beta                        A more efficient, cost-effective
    Employer benefit:                                      testing for real-time improvements.                    workplace since having the
    Healthier employees translate into                                                                            information readily accessible
    reduced healthcare costs, less sick                    Employee benefit:                                      reduces cycle time.
    time taken, and higher productivity.
                                                           A brand new wearable for
                                                           personal and professional use;                         Employee benefit:
    Employee benefit:                                      a sense of being included in                           Streamlined processes foster
    Fitness plus charitable                                corporate decisions.                                   productivity while reducing stress.
    donations, swag, and a healthier
    lifestyle overall.

4   Tractica, “Wearable Devices for Enterprise and Industrial Markets,” 2Q 2015.
5   Gartner press release, “Gartner Reveals Top Predictions for IT Organizations and Users for 2016 and Beyond,” October 6, 2015.
    http://www.gartner.com/newsroom/id/3143718
6   TechRadar, “Here’s how IBM is getting employees to use the Apple Watch,” October 27, 2015.
7   Fast Company, “What One Company Learned When They Gave Apple Watches To The Entire Staff,” July 16, 2015.
8   Tech Times, “Volkswagen Employees Appear To Be Using Google Glass In Factory,” November 25, 2015.

                                                                                                                                    PwC | The Wearable Life | 7
While the benefits of wearables in
the workplace are indisputable,          Consumers want
employee privacy can pose a
challenge. Theoretically, a company      wearable tech at work
can track an employee’s location,
hours worked, breaks clocked, even
steps taken.
Personal time (such as late-night
drinking for a friend’s birthday)            2-in-3 consumers want their
might well be monitored as part of
the corporate wellness program.              company to pay for wearables.
Conversely, employees who don’t
participate might be perceived as
hiding something.
Companies meanwhile could be
subject to data breaches, given the
content and magnitude of the data:
details about employees’ every move,                                 This percentage is even higher
habits, interests, health information.
                                                                     among millennials (71%)
Not unlike the early days of laptops
                                                                     and males (70%).
and smartphones, questions about
security and privacy have yet to be
resolved for wearables. As wearable
technology becomes more ubiquitous
in the workplace, transparency and
employee education will go a long
                                                         The reason: efficiency
way toward resolving these issues.

                                         49% of
                                         respondents
                                         say wearable tech will
                                         increase workplace
                                         efficiency.

    67% of
    consumers
    say, “My
    company                                                       37% expect their company to
    should pay for                                                adopt the latest technology (even
    my wearable.”                                                 if it doesn't directly influence
                                                                  their work).

8 | The Wearable Life | PwC
The business of wearables

Wearable technology offers tremendous                 devices from their cellphone provider,                Overall, consumers are far more
opportunity for companies who want                    teacher, and entertainment provider.                  willing to trust health providers than
to better connect with customers.                                                                           consumer-product providers.
                                                      Consumer excitement, however, does
Health-related companies still have the
                                                      not always correlate to consumer                      Some of the trust issues clearly
edge overall; however, consumers—
                                                      trust. Interestingly, while consumers                 correlate with the novelty of
especially men and millennials—see a
                                                      trust banks more than cellphone                       wearables; our own results show
wealth of wearable tech potential in all
                                                      providers, they are more excited                      increased comfort levels between
aspects of their lives, far more so than
                                                      by wearable tech options from                         2014 and 2016. Companies can
when we queried them in 2014.
                                                      cellphone providers than from banks.                  ease consumer concerns by creating
More than women, men are excited                      Meanwhile, 25% of respondents said                    brand-defining wearables that are
about wearable technology product                     they would not trust any company                      unobtrusive, easy to use, and improve
options from their cable provider,                    with personal information associated                  quality of life. They can also illustrate
bank, and automaker. Millennials                      with wearable technology.                             to consumers that their data is secure.
meanwhile are most excited about

Consumer excitement doesn’t always correlate to consumer trust

% excited about the possibility vs. % who’d trust a product from...

          Excitement                                                                                                    Trust
                                           65%                      Doctor’s office                     41%

                                            62%                         Hospital                       38%

                                           62%             Health insurance company                    34%

                                           61%                   Cellphone provider                    18%

                                           57%                Entertainment provider                   10%

                                           57%                         Pharmacy                        29%

                                           57%                          Teacher                        12%

                                           56%                       Travel agent                      8%

                                           52%                      Cable provider                     11%

                                           52%                            Bank                         33%

                                           50%                       Car company                       9%

Base: Total sample (n=1000); Q37. Would you be excited to experience a wearable technology product from any of the following types of companies
or or individuals? (top 2 box); Q39. Which companies would you trust to capture your information through wearable tech? (top 2 box)

                                                                                                                                    PwC | The Wearable Life | 9
The wearable journey: from hesitation
to adoption
Price is far and away the number one barrier to adoption                          they don’t even know if they would use. In fact, the same
among current nonusers of wearables across all categories                         product flaws discussed earlier that could lead to decreased
—as well as for respondents who say they have no interest                         usage or abandonment might well prohibit a wearable
in wearables in the future.                                                       purchase in the first place.
And with novelty comes a level of uncertainty, which leads                        One might have thought that privacy would be the biggest
to the second-highest reason for lack of uptake across all                        hurdle facing wearable technology today. Not only is
categories. Our respondents told us: “I don’t think I will                        this not true, but concerns around privacy have actually
actually use it.”                                                                 lessened since 2014 for two out of the four product
                                                                                  categories (smart watches and glasses).
The top two consumer concerns would lead us to believe
that they are hesitant to pay a lot of money for something

Just too pricey!
Price is the #1 reason consumers hesitate to buy wearable tech
Justifying the wearable purchase...

I want it but will I use it?

                                                                                                                  Smart clothing
                                                                                                                  1   Price
                                                                                                                  2   May not use
                                                                                                                  3   Lack of relevance/utility
                                                                                                                  4   Privacy
                                                                                                                  5   Performance or quality

Fitness band                                                                      Smart watch
1   Price                                                                         1   Price
2   May not use                                                                   2   May not use
3   Privacy
                                        Smart glasses                             3   Lack of relevance/utility
4   Device fatigue                      1   Price                                 4   Device fatigue
5   Lack of relevance/utility           2   May not use                           5   Privacy
                                        3   Lack of relevance/utility
                                        4   Privacy
                                        5   Digital overload

Base: Does not currently own/somewhat or very unlikely to purchase (total sample: n=1000); Q27. What are your biggest hesitations with regards to purchasing
[ITEM TYPE] that can send and retrieve information about your health, location, and other details?

10 | The Wearable Life | PwC
Affordability, productivity are top reasons to buy

                36%                                         30%                                         25%
             It's affordable                  It helps me be more productive               It tracks personal information
                                                   with my personal time                        that's important to me

                16%                                          14%                                        14%
    It works seamlessly with my                   It looks fashionable/cool                      It helps me be more
    other mobile and stationary                                                                   productive at work
            tech devices

Base: Does not currently own/somewhat or very unlikely to purchase (total sample: n=1000); Q19. Below are possible reasons for why
someone might purchase a wearable technology device. Please select up to 3 statements below that would motivate you to adopt
wearable technology.

Ultimately, consumers are telling us they have to perceive
real value before they can invest in a wearable. For
companies, the message is clear: Provide an irrefutable use
case that clearly establishes the value of your wearable—
especially one with a lofty price tag—for the consumer.
The reasons behind decreased usage (among current
users) and reluctance to buy (among current nonusers)
are strikingly similar. The same correlation can be said for
increased usage (among current users) and future purchase
motivation (among current nonusers).
Both groups are motivated by productivity, and are drawn
to products that help simplify their life—sentiments
especially true among our female respondents.
Men, meanwhile, are more likely to value the “coolness”
factor (18% vs. 10% women). Seamless integration with a
smartphone also tops the importance list.

                                                                                                                                     PwC | The Wearable Life | 11
Spotlight on parents

Parents (adults with at least one child in the household)
are significantly more likely (49%) than non-parents (24%)
to own not just one, but multiple wearable devices.

As with consumers overall, parents’ main motivator for
initial purchase was health (20%). Most non-parents,                                                                    vs.
however, received their first device as a gift (18%).

Parents are also more likely than both non-parents and
consumers overall to see wearable technology in a positive
light. And parents are also less likely to believe that
wearable technology will hurt their ability to relate to
other humans, invade their privacy, or make them more                                         62%                                     41%
vulnerable to security breaches.                                                         of parents own a                          of non-parents
                                                                                         wearable device

Parents believe an increase in wearable technology can improve their:

            Health
                                                                                                                      85%
Tech proficiency                                                                                                80%
        Parenting
                                                                                                       77 %
     Productivity
                                                                                                       77%
        Efficiency                                                                      70%
   Relationships
                                                                            64%
      Stress level                                                    61%
Base: Total respondents (n=1000); Q20. Given what you know, or imagine, about wearable technology, how closely do you agree with
the following statements? (top 2 box)

12 | The Wearable Life | PwC
Parents are early adopters

% very likely to purchase in next 12 months

                                                                                                                Parents              Non-parents

         36%

                                        28%                            27%                                                            24%
                                                                                                      21%
                  19%
                                                 16%
                                                                                13%
                                                                                                               10%
                                                                                                                                              8%

       Fitness band                   Smart watch                   Smart glasses                   Smart video                   Smart clothing
                                                                                                   /photo device

Base: Total pre-quota sample (n=700); Q17. How likely are you to purchase the following wearable technology devices in the next 12 months?

As for benefits, parents are in favor of wearables that:                          Peace of mind is a compelling reason parents buy
1. Keep their children safe                                                       wearables. A GPS tracker on a child’s wristband in
                                                                                  a crowded shopping mall connected to the parent’s
2. Help them exercise smarter                                                     smartphone, for example.
3. Make healthcare more convenient
                                                                                  Cementing closer ties is another. Parents, even
4. Enable healthier eating                                                        grandparents, are open to technology as a means to better
5. Make technology simpler to use                                                 connect—and stay connected—with kids and grandkids.
                                                                                  In fact, 80% of parents believe wearable technology
Parents who don’t currently own a wearable technology                             will make technology on the whole simpler and easier
device are much more likely than non-parents to buy one                           to use, most likely because they see their kids deploying
in the next 12 months. While price is the biggest hurdle for                      technology with such ease. They told us ease of use was
parents, they are open to wearables that:                                         among the top five “must haves” for wearables.
1. Are reasonably priced                                                          As parents look for ways to simplify their lives, keep
2. Improve productivity                                                           track of their kids, monitor their health and fitness, and
                                                                                  chart personal information, wearable tech is an extremely
3. Track important personal information
                                                                                  viable option.

                                                                                                                                    PwC | The Wearable Life | 13
The wearable future: live long and strong

  Picture a fit, active world where people live longer, work flexible hours—sometimes remotely—and
  watch TV on wearable screens. Health insurance is less expensive as insurers monitor fitness levels
  and advise preventive measures.
  That colleague whose name you can’t remember? No worries: Wearable glasses and hearables
  combined with facial recognition software whisper Bob’s name in your ear right before you enter the
  room for a meeting with him.
  This is how consumers envision a wearable future. With overall sentiment improving, consumers
  are becoming more comfortable with the idea that wearable technology will have a positive effect
  on life. Since 2014, more consumers agree that widespread use of wearable technology could lead to
  a decrease in obesity (63%), an increase in life expectancy (70%), and would preclude the need to
  remember names (61%).

  Living longer, better lives . . . with wearables

                                                                       Wearable glasses and
                                                                       hearables tell us about
                                                                       the people around us

                                                                       59% 47
 Telecommute at least
 part of the time                                                                                        All clothing is
                                                                                            %
                                        Facial recognition                                               internet-connected                 Wearable screens
                                                                                                                                            to watch TV at

   66%                                  61        %                            Up 12 pts
                                                                               from 2014                 54       %       36%
                                                                                                                                            least half the time

                                                                                                                                            61% 53
                57%                                     53%
 Up 9 pts
 from 2014                                                                                                                                                     %
                                        Up 8 pts                                                                          Up 18 pts
                                        from 2014                                                                         from 2014
                                                                           Lower health                                                     Up 8 pts
                                                                           insurance premiums                                               from 2014

                                                                           62%53                %

                                                                        Up 9 pts
                                                                                                                           Fewer obesity
 Live 10 years longer                                                   from 2014                                          problems

 70         %                                                                                                              63% 45                %

                56%
Up 14 pts
from 2014                                                                                                                           Up 18 pts
                                                                                                                                    from 2014

  Base: Total sample (n=1000); Q43. Please indicate how likely each of the following is to come about as a result of widespread use of wearable tech. (top 2 box)
  14 | The Wearable Life | PwC
Consumers are also more optimistic and open to “what
if” possibilities that could one day become reality.
Possibilities that even a few years ago would have been
unthinkable.
A healing hand bracelet with thermoelectric pulses to
reduce joint pain, for example. Or mood-monitoring
headphones that select the next song in your lineup. Or
even a wearable that charts driving patterns for safe-
driver discounts.

                                                                                     The wearable
                                                                                       future: A
Our wearable tomorrow                                                                healing hand
% who find the below scenarios useful
                                                                                     bracelet with
                                                                                    thermoelectric
                                                                                   pulses to reduce
                                                                                      joint pain.
      83%                        82%                        66%

Thermoelectric             The ability to track       Mood-monitoring
pulses to heat, cool,      your child’s health,       headphones to
and soothe your body       safety, or location        select your streaming
via a bracelet that        via wearables              music line-up
senses temperature,
pain, and stress

                                                                                 “If a device could
                                                                                 tell I was having
      85%                        62%                        62%                  a panic attack, I
                                                                                 might be able to
Safe-driver insurance      Name-recognition           Rewards for
                                                                                 stop it before it
discounts based on
wearable tech
                           earbuds that feed you
                           a bio when someone
                                                      productivity
                                                      improvements based
                                                                                 happens.”
                           reintroduces him or        on employer-
                           herself                    monitored wearables        –Female, 27

Base: Total sample (n=1000); Q40. Below are some scenarios of how wearable
technology may be used in the future. Please indicate how useful each would be
to you. (top 2 box)

                                                                                               PwC | The Wearable Life | 15
Fitness wearables continue to lead the market in 2016—
more than half of our survey respondents say they are very
or somewhat likely to buy a fitness wearable in the next 12
                                                                                “It would be nice
months. However, smart watches are catching up and could                        to get notifications
eventually overtake fitness wearables.
                                                                                on products you
                                                                                use, activities you
I’m off to buy . . . a wearable                                                 do, etc., and get
% likely to purchase in next 12 months                                          rewarded for doing
                                                                                them.”
                                                                                – Female, 24

        57%                        53%                        50%
   Fitness band                Smart watch            Smart video/photo
                                                      device (e.g. GoPro)
                                                                               The wearable future:
                                                                               Mood-monitoring
                                                                               headphones that
                                                                               select the next song
                                                                               in your lineup.
                     41%                        38%
                Smart glasses              Smart clothing

Base: Total pre-quota sample (n=700); Q17 How likely are you to purchase the
following wearable technology devices in the next 12 months? (top 2 box)

Future adoption overall, regardless of device type, looks
promising for both current users and nonusers: 39% of
our respondents are very likely to purchase a wearable
within the next 12 months; 76% includes both very and
somewhat likely.
Among current nonusers, nearly one in every four (24%)
said they are very likely to purchase a future device; one in
three includes both very and somewhat likely.
Sustained future success, however, relies heavily on user
engagement. For now, most devices would not pass the
“turnaround test,” which is characteristic of an item you
would turn around and go home to retrieve if you realized
you’d forgotten it on your way to work. Like your wallet. Or
keys. Or smartphone.
The future of wearable technology rests on meeting this
kind of “can’t-live-without-it” utility.

16 | The Wearable Life | PwC
Implications

1. Wearables are becoming more ubiquitous. More               5. Smartphone connectivity boosts engagement. Keep
    consumers are placing high premiums on the role of             users engaged by connecting wearables to the device
    wearables to increase life expectancy, decrease obesity,       they can’t live without—their smartphone. Early
    and improve work-life balance than they did in 2014.           adopters with smartphone connectivity demonstrate
    The highest increase, however, was around clothing;            increased usage overall. Continue to market wearable
    up 18 points from 2014, more than half of consumers            technology as an extension of the smartphone.
    think all clothing will eventually be equipped with
    internet connectivity.                                     6. Loyalty programs can foster increased use. Eight
                                                                   out of 10 current users say they would use their
2. Wearables are eliciting more positive reactions.               product more if they were rewarded either monetarily
    Since 2014, possible benefits are seen as more positive        or with loyalty points. This was especially true among
    and perceived drawbacks are seen as less negative.             women and millennials.
    More consumers agree that wearable technology can
    improve customer service, make us more efficient at
    work, and relieve stress. Fewer consumers believe that
                                                               7. Parents represent enormous untapped potential.
                                                                  Eager to simplify their lives, they own multiple
    wearable technology is an invasion of their privacy.          wearable devices. And they are significantly more
    And women value productivity while men seek the               likely than non-parents to agree that wearable
    “coolness” factor.                                            technology will improve personal accountability and
                                                                  will make them more efficient both at home and at
3. Price—not privacy—is the biggest hurdle to                    work. They are also twice as likely to think wearable
    adoption. Across all categories, price is the number          technology will relieve stress.
    one purchase barrier among non-adopters, followed
    by consumers “not thinking they would actually use
    it.” Taken together, these top two concerns indicate
    they are hesitant to pay a lot of money for something
    they don’t even know if they would use. Ultimately,
    consumers are telling us they have to perceive
    real value before they can invest in a wearable.
    For companies, the message is clear: Provide an
    irrefutable use case that clearly establishes the value
    of your wearable—especially one with a lofty price
    tag—for the consumer.

4. Health benefits dominate purchase motivations.
    And health-related information is top of mind for
    consumers: exercise, medical, dietary. Consumers
    are also excited about the prospect of their doctor’s
    office, hospital, and/or health insurance provider
    releasing their own wearable device, more so than
    any other industry.

                                                                                                    PwC | The Wearable Life | 17
Wearable tech goes global

From emerging to developed countries, wearable                                     •    As expected, millennials are leading overall
technology is growing at a rapid clip worldwide. In                                     wearable adoption
an effort to understand how user wants and behaviors
                                                                                   •    Fitness devices are the most prevalent wearable;
differ around the world, we peeked behind the
                                                                                        smart watches are catching up
wearable curtain of four quite different countries:
Australia, England, Mexico, and Singapore.1                                        •    Men are more likely to adopt smart glasses and
                                                                                        watches, at least for now
                                                                                   •    Women are more likely to value devices that
Unsurprisingly, we found that technology continues to
                                                                                        improve productivity
be the great unifier. In fact, while rates of use do vary
by country, we did uncover some overarching themes:                                •    Health information is most sought after, especially
                                                                                        among women

1   Methodology: 2000 respondents, n=500 per country; ages 18-64 were recruited for an online quantitative survey in April 2016 and were required to meet the
    following screening criteria:
    -n=500 per country, natural fallout*
    -50% Male / 50% Female
    -Ages 18-64 (50% 18-34; 50% 35-64)

*We project that only 45% of Mexico’s population has internet access, and this was an online-only survey. As such, additional weighting to Mexico’s data was
required in order to gain a more realistic picture of the country’s wearable consumer.
18 | The Wearable Life | PwC
Australia
55% own a wearable device

Types of devices owned                                                    Information wanted from device:

     Fitness                  Smart                 Smart video
      band                   watches               /photo device

                                                                             Exercise info                Medical info               Dietary info
                                                                                 53%                         50%                         41%

    48%                      34%                      21%
                                                                                       Email/                           Social media
                                                                                 communication history                    updates
                 Smart                     Smart                                           33%                               30%
                 glasses                  clothing
                                                                          Base: Total sample (n=500); Q23. One benefit of wearables is that they provide
                                                                          the user with information about themselves and the things they encounter in
                                                                          everyday life. If you buy wearable technology in the future, what information
                                                                          would you personally want your wearable device to tell you?

                                                                          Top 5 purchase motivators and hesitations:
                20%                      14%
                                                                                                     1.    Tracks personal info
                                                                                                     2.    Helps me be more productive
                                                                                                           with my personal time
Base: Total sample (n=500); Q10A/Q10B/Q10C/Q10D/Q10E. Please tell
us your relationship with the following wearable technology products.                                3.    It’s affordable
                                                                                                     4.    Looks fashionable/cool
                                                                                                     5.    Works seamlessly with other
                                                                                                           devices
Likelihood of future purchase:

                                                                                                     1.    Price
        Smart watches                                           48%
                                                                                                     2.    I don’t think I will actually use it
        Fitness band                                         47  %
                                                                                                     3.    One more device to carry/wear
                                                                                                     4.    Lack of relevance/utility
        Smart video/photo device                         45%                                         5.    Privacy

        Smart glasses                            37%
                                                                          Base: Does not currently own/somewhat or very unlikely to purchase (total
                                                                          sample: n=500); Q19. Below are possible reasons for why someone might
        Smart clothing                    32%                             purchase a wearable technology device. Please select up to 3 statements below
                                                                          that would motivate you to adopt wearable technology.

Base: Does not currently own (total sample: n=500); Q17. How likely are   Base: Does not currently own/somewhat or very unlikely to purchase (total
you to purchase the following wearable technology devices in the next     sample: n=500); Q24. What are your biggest hesitations with regards to
12 months? (top 2 box)                                                    purchasing a [DEVICE]?

                                                                                                                             PwC | The Wearable Life | 19
England
55% own a wearable device

Types of devices owned                                                    Information wanted from device:

     Fitness                    Smart               Smart video
      band                     watches             /photo device

                                                                             Exercise info                Medical info               Dietary info
                                                                                  58%                         56%                        48%

    49%                        37%                    19%

                                                                                       Email/                               Athlete
                 Smart                     Smart                                 communication history                     analytics
                 glasses                  clothing                                          35%                              30%
                                                                          Base: Total sample (n=500); Q23. One benefit of wearables is that they provide
                                                                          the user with information about themselves and the things they encounter in
                                                                          everyday life. If you buy wearable technology in the future, what information
                                                                          would you personally want your wearable device to tell you?

                                                                          Top 5 purchase motivators and hesitations:
                 23%                     14%
                                                                                                     1.    Tracks personal info
                                                                                                     2.    Affordability

Base: Total sample (n=500); Q10A/Q10B/Q10C/Q10D/Q10E. Please tell                                    3.    Helps me be more productive with
us your relationship with the following wearable technology products.                                      my personal time
                                                                                                     4.    Works seamlessly with other
                                                                                                           devices
                                                                                                     5.    Looks fashionable/cool
Likelihood of future purchase:

       Smart watches                                         54%                                     1.    Price
                                                                                                     2.    I don’t think I will actually use it
       Fitness band                                             58   %
                                                                                                     3.    One more device to carry/wear
                                                                                                     4.    Privacy
       Smart video/photo device                           46%                                        5.    Lack of relevance/utility

       Smart glasses                              39%
                                                                          Base: Does not currently own/somewhat or very unlikely to purchase (total
                                                                          sample: n=500); Q19. Below are possible reasons for why someone might
       Smart clothing                            38   %
                                                                          purchase a wearable technology device. Please select up to 3 statements below
                                                                          that would motivate you to adopt wearable technology.

Base: Does not currently own (total sample: n=500); Q17. How likely are   Base: Does not currently own/somewhat or very unlikely to purchase (total
you to purchase the following wearable technology devices in the next     sample: n=500); Q24. What are your biggest hesitations with regards to
12 months? (top 2 box)                                                    purchasing a [DEVICE]?

20 | The Wearable Life | PwC
Mexico
27% own a wearable device

Types of devices owned                                                    Information wanted from device:

     Fitness                  Smart                 Smart video
      band                   watches               /photo device

                                                                             Exercise info                Medical info               Dietary info
                                                                                 62%                         69%                         58%

    24%                      23%                      15%
                                                                                     Security info/                Home appliance info
                                                                                  biometric monitoring                       47%
                 Smart                     Smart
                 glasses                  clothing                                          52%
                                                                          Base: Total sample (n=500); Q23. One benefit of wearables is that they provide
                                                                          the user with information about themselves and the things they encounter in
                                                                          everyday life. If you buy wearable technology in the future, what information
                                                                          would you personally want your wearable device to tell you?

                 16%                     13%                              Top 5 purchase motivators and hesitations:

                                                                                                     1.    Tracks personal info
                                                                                                     2.    Helps me be more productive with
Base: Total sample (n=500); Q10A/Q10B/Q10C/Q10D/Q10E. Please tell                                          my personal time
us your relationship with the following wearable technology products.
                                                                                                     3.    Helps with productivity at work
                                                                                                     4.    Works seamlessly with other
                                                                                                           devices
Likelihood of future purchase:                                                                       5.    Looks fashionable/cool

        Smart watches                                          33%                                   1.    Price
                                                                                                     2.    I don’t think I will actually use it
        Fitness band                                      29%
                                                                                                     3.    Lack of relevance/utility
        Smart video/photo device                               33   %                                4.    Complexity
                                                                                                     5.    Privacy
        Smart glasses                                   28%
                                                                          Base: Does not currently own/somewhat or very unlikely to purchase (total
        Smart clothing                            24%                     sample: n=500); Q19. Below are possible reasons for why someone might
                                                                          purchase a wearable technology device. Please select up to 3 statements below
                                                                          that would motivate you to adopt wearable technology.
Base: Does not currently own (total sample: n=500); Q17. How likely are   Base: Does not currently own/somewhat or very unlikely to purchase (total
you to purchase the following wearable technology devices in the next     sample: n=500); Q24. What are your biggest hesitations with regards to
12 months? (top 2 box)                                                    purchasing a [DEVICE]?

                                                                                                                             PwC | The Wearable Life | 21
Singapore
60% own a wearable device

Types of devices owned                                                    Information wanted from device:

     Fitness                    Smart               Smart video
      band                     watches             /photo device

                                                                             Exercise info                Medical info               Dietary info
                                                                                 66%                         58%                         50%

    51%                        45%                    22%
                                                                                       Email/                           Social media
                                                                                 communication history                    updates
                 Smart                     Smart
                 glasses                  clothing                                         42%                               40%
                                                                          Base: Total sample (n=500); Q23. One benefit of wearables is that they provide
                                                                          the user with information about themselves and the things they encounter in
                                                                          everyday life. If you buy wearable technology in the future, what information
                                                                          would you personally want your wearable device to tell you?

                 20%                     13%                              Top 5 purchase motivators and hesitations:

                                                                                                     1.    Helps me be more productive with
                                                                                                           my personal time
Base: Total sample (n=500); Q10A/Q10B/Q10C/Q10D/Q10E. Please tell                                    2.    Works seamlessly with other
us your relationship with the following wearable technology products.                                      devices
                                                                                                     3.    It’s affordable
                                                                                                     4.    Tracks personal info
Likelihood of future purchase:                                                                       5.    Looks fashionable/cool

        Smart watches                                           61%                                  1.    Price
                                                                                                     2.    One more device to carry/wear
        Fitness band                                         57%                                     3.    I don’t think I will actually use it
                                                                                                     4.    Lack of relevance/utility
       Smart video/photo device                           51%
                                                                                                     5.    Privacy
        Smart glasses                            45   %

                                                                          Base: Does not currently own/somewhat or very unlikely to purchase (total
        Smart clothing                    34%                             sample: n=500); Q19. Below are possible reasons for why someone might
                                                                          purchase a wearable technology device. Please select up to 3 statements below
                                                                          that would motivate you to adopt wearable technology.

Base: Does not currently own (total sample: n=500); Q17. How likely are   Base: Does not currently own/somewhat or very unlikely to purchase (total
you to purchase the following wearable technology devices in the next     sample: n=500); Q24. What are your biggest hesitations with regards to
12 months? (top 2 box)                                                    purchasing a [DEVICE]?
22 | The Wearable Life | PwC
pwc.com/CISwearables

   For more information on this
   research, the PwC Consumer
   Intelligence Series, or how digital
   transformation is shaping
   the entertainment and media
   industries, please contact one of
   our specialists:

   Deborah Bothun
   deborah.k.bothun@pwc.com
   (616) 471 9048

   Matthew Lieberman
   matthew.lieberman@pwc.com
   (213) 217 3326

Additional information is also available on:
pwc.com/cis

© 2016 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network. Each member firm
is a separate legal entity. Please see www.pwc.com/structure for further details.

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